“THE RIGHT BALANCE BETWEEN HIGH-END BRAND IMAGE, THE CLUB MED SPIRIT, AND BUSINESS PERFORMANCE”

Mathilde Lamazère, Internet & CRM Director at Club Med

ALTIMA° & CLUB MED
OUR COLLABORATION

altima° has been assisting Club Med, a global leader in all-inclusive, high-end vacations, since 2011, in a number of areas of expertise, notably the continuous improvement of their e-commerce platform, which is now available in 30 countries.

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CONVERSION OPTIMIZATION
GETTING STARTED WITH A PRAGMATIC APPROACH

  • The collaboration began in April 2011 with a “commando mission”: optimize the booking engine conversion.
    Club Med wanted to improve their conversion rate as quickly as possible without waiting for the completion of their overall re-design project.

    We proposed a pragmatic approach which could be activated quickly and would enable us to gain insights in order

  • to better drive the upcoming project, through a series of tests on the existing Club Med website.

    Informed by the technical architecture, efforts were focused on the layout, the information displayed and the removal of detracting elements. For the first MVT (Multi-variate Testing) campaign, 8 variables were tested (with or without a menu, button color, etc.) They were combined into a

  • multitude of versions and subsequently tested in 3 countries over 6 weeks to determine the winning combination.

    It’s a win! This testing campaign enabled us to improve the conversion rate by 15.3% and to obtain useful information for the re-design project.

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ASSISTING CLUB MED
WITH THEIR GLOBAL E-COMMERCE STRATEGY

With these great insights in mind, the Project team started auditing the entire platform in order to create a road map of evolutions.
After an intensive immersion phase, a global strategic recommendation was written, which highlighted three key objectives: developing the e-commerce strategy, adjusting the design to correspond with Club Med’s high-end image, and improving the overall user experience.

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    INTRODUCTION OF STARTING PRICES

    Implementing a consistent starting price was the first issue at hand, as price remains a key factor in users’ decision process, for premium brands as well.
    This was achieved largely through the creation of a price calendar, which allows users to compare prices at a glance, depending on their departure dates and a combination of other criteria.
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    RE-DESIGN OF THE BOOKING ENGINE

    We kicked it off with an in-depth analysis of the product features, through several workshops with Club Med experts.
    We then focused on the content structure and hierarchy to make the user flow clearer, more enjoyable and fluid.
    The launch of this new booking engine allowed Club Med to earn an additional 10% in conversion.
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    RE-DESIGN OF TRANSACTIONAL EMAILS

    At the end of 2013, our CRM team started working with Club Med to rebuild their transactional emails (order confirmation, contracts, reminders...) in order to align them with the new booking look & feel but also to improve their readability on smartphones and tablets, thanks to responsive design.

A NEW HOME PAGE
FOR A BETTER EXPERIENCE

With 2014 came a project to re-design the site’s homepage, which launched our collaboration into a new era, with high stakes in both usability and e-business, as well as brand image.
From the beginning, Club Med business experts, and the Communication and local teams, were greatly involved in our conception workshops.

  • TABLET FIRST

    A key first step in the upcoming re-design of the product site, this new homepage was the occasion to take into account emerging devices. Which is why we favored tablet experience in most of our design choices.

  • A FLEXIBLE SEARCH REMOTE

    One of the key components of this re-design is the “search remote” which we wanted as flexible and intuitive as possible, in part through an auto-complete system. Using this tool, in just a few clicks Resorts corresponding to a combination of criteria can be found.

  • IMMERSIVE

    A true showcase of the brand, this new homepage is also for many the starting point of their next vacation. So we thought it essential to immerse users into a strong visual universe, highlighting the world’s most beautiful destinations, Club Med’s.

  • IMMEDIATE RESULTS

    Without leaving the page, a list is shown which puts forward several “star” Resorts before leading the user towards a more detailed list of results.

  • SIMPLICITY

    Through a careful content priorization and architecture work, the number of entries has been strictly streamlined, leaving only the essential, to better express the key points of the Club Med offer, from the first page of the site.

  • MODULARITY

    In order to allow for 30 different countries to express their cultural differences, and offer specificities, the new home page was designed to be largely adjustable to each country’s individual needs.

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A COLLABORATION
BEYOND BORDERS

Complementing the work started in Paris with Club Med’s Strategic Marketing Department, our teams are also intervening abroad.

Our conversion team was able to help Club Med USA with their landing page optimization and last year our agency in Shanghai started assisting Club Med China with the design of a new experience specific to the Chinese market.

MORE TO COME…

Our collaboration goes on as we continue working with Club Med on the definition of their digital road map, the launch of new features and the evolution of visual guidelines across the site.

2015 holds even more new adventures for us with Club Med.

AREAS OF EXPERTISE

  • DESIGN
  • CRM